CLIENT
San Jiu Medicine Trade Co., Ltd.
方云正, 市场部感冒灵产品总监
王皓蔚, 市场部呼吸品类群总监
王辰, 市场部感冒灵产品经理
AGENCY
冯依凡, 社交媒体经理
庄健, 首席创意官
李艳, 业务总监
王丹妮, 美术指导
简沂蓁, 策略长
索尔, 美术指导
马君泰, 董事总经理
SUMMARY
Nowadays, more and more Chinese young targets are inclined to treat colds with Western medicine; therefore, the influence of using 999 Ganmaoling Keli is declining, and this cold remedy brand is becoming outdated.
For this campaign, we combined the traditional Chinese elements with the modern young culture and found an innovative way of utilizing crossover mediums. We re-invented the traditional long johns and designed a line of Warm-Hearted Leggings to refresh the outdated brand image of 999 Ganmaoling Keli. The Campaign idea "high-waisted long johns to keep you warm while staying fashionable", which became a sensation on social media, thus caused a new trend of wearing long johns among the young targets. As a result, it had successfully giving new life to 999’s promise of feeling warm from heart to heart.
